Taj’s marketing team wanted to grow loyalty program membership by driving awareness of their loyalty privilege club, InnerCircle, and increasing the number of registered members, who are more likely to book rooms.

THEIR RESULTS

Better performance with cross screen

The cross screen CVR proved 10% higher than single screen

The number of membership registrations exceeded Taj’s expectations by 113%

The number of clicks exceeded targets by 146%

Taj also saw CPCs reduced by 6% compared to target

THEIR STORY

An international Asian Hotel

As a leading luxury hotel in India, Taj owns 100 hotels in 62 locations across country and offers guests the refined luxury of heritage. Globally renowned as an ambassador of Indian hospitality, the group has extended its international presence, offering travelers 15 hotels in the Maldives, Malaysia, the UK, USA, Bhutan, Sri Lanka, Africa and the Middle East.

THEIR GOAL

Building a cost-effective cross screen audience

Taj wanted to reach users across all screens, while keeping costs down by optimizing both cost-per-click (CPC) and the number of registrations of InnerCircle.

THEIR SOLUTION

Expanding Taj’s audience base across screens

Appier began by targeting two groups of users who are most likely to visit Taj Hotel’s website, including group A (frequent travellers, affluent audience and CXO level audiences) and group B: users who already visited Taj website.

To expand the reach of group A and B, we utilized Appier’s CrossX Lookalike feature to increase the pool of potential customers by finding users who resemble those likely to book Taj Hotels.

Meanwhile, we remarketed to users who visited Taj’s website with the help of CrossX remarketing and CrossX Frequency capping.

CAMPAIGN INSIGHTS

Cross screen CVR is 10% higher than single screen, reflecting the fact that AI plays a vital role in analyzing large volumes of user data to evaluate and identify the highest value target audience and reach them on screen most likely to drive action.

Among all cross screen users, CTRs among those reached on phone/tablet and PC/tablet were up to 33% higher than other cross screen user groups, indicating that when driving awareness, tablet is a critical channel in the cross screen journey.

In terms of driving membership registration, PC played a bigger role than phone among cross screen users. The top cross screen conversion path saw users click ads first on PCs, browse additional information on both phones and PCs, and finally converting on PCs.